By Hariom Seth
Nowadays in the era of digital technology, the advertising industry is undergoing dynamic development as companies seek to develop stronger and more personal relationships with their consumers. Hyper-Personalization, supported by AI technology, has been the main driving factor in the redefinition of the concept of targeted advertising.
There is another form of personalized marketing known as hyper-personalization, in which AI makes personalized user profiles. In other words, this strategy enables brands to custom-fit their ads, products and services to satisfy specific customer needs, leading to greater responsiveness among consumers.
This concept has shown its application in the real world in many ways. As an example, Amazon’s recommendation engine represents an excellent illustration of hyper-personalization that may be found in the e-commerce arena. Using AI to analyze different data dimensions such as past purchases, products in the cart, and products liked or rated by others, Amazon gives personalized product recommendations that increase shopping fun and sales.
Similarly, many news channels implement AI to custom-tailor content for consumption according to previous reading patterns or preferences. For instance, the New York Times utilizes machine learning to customize an individual’s reading list with articles tailored directly to them, making it more enjoyable and pertinent.
Hyperpersonalization is also experiencing a comeback in the realm of targeted advertising on social media channels. However, through the use of demography and users’ behaviors, a new level of personalization is brought about, and it is an unmatchable one ever before!
The old mass marketing techniques in retail are being replaced with more sensitive, customized approaches addressed directly to individuals. Hyper-personalization has now been adopted by modern-day retailers, where they provide custom-tailored communication and goods specific to individual tastes.
The emergence of AI advertising worldwide serves as a clear indication of the likely future trend in India. Advertising is an integral component of AI whereby machine learning applications can help manage advertisement budgets efficiently for high returns to be achieved. Moreover, the emergence of AI-based personalization in online stores reflects a great impact on brand and customer relations.
In 2024, it is expected that hyper-personalization in conjunction with AI will revolutionize digital marketing and position brands more in line with consumer tastes. The storyline could not be any simpler – as we see the surge of demands for individual experience, AI not only forms a trend towards hyper-individualized commercial but is necessary for brands wanting their voices heard and messages understood by potential buyers in a world of a lot to choose from.
The author is founder, Tagglabs
